Although not a CBS O&O, WGCL-TV appears to be following in the footsteps of both CBS News and CBS owned stations of focusing around the concept of “original reporting,” a phrase and branding initiative introduced in 2011. At the time, CBS emphasized the fact that it “invented” original reporting.

WGCL-TV also underwent a transformation in 2014, returning to the “CBS 46” name after a rather rocky period of being known as Clear News, Atlanta’s News Channel, CBS 46 and CBS Atlanta. The station struggled in the ratings after a high profile but failed attempt to create the Clear News brand (which also triggered the station to change its call letters to the current ones).